The Challenge:
Create a local integrated marketing campaign for Boxed, an online wholesaler known as "Costco for Millennials." From a given list of local markets, my team and I were tasked to use digital, non-digital, word of mouth, and guerilla marketing tactics to acquire new customers for Boxed.
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Target Audience:
Affluent moms living in suburban areas.
Key Insights:
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Lifestyle insight: Moms are understandably busy, so they look to quality family time for peace of mind.
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Shopping insight: Moms usually buy in bulk to prepare for events/activities and cater to family needs.
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Strategy:
Position Boxed as an inspiration hub for proactive planning and shopping to encourage moms to buy in bulk more often. Boxed provides them peace of mind to focus on the things that matter most: their family.
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Results:
Our integrated campaign is projected to gain over 23.9M impressions, earn Boxed $965K in revenue, and achieve a 3:86:1 ROAS. Our work is compiled in a 31-page proposal, showcased below.
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My Role:
Lead Researcher & Planner: I led the competition team to unearth industry and consumer insights through secondary research. Additionally, I helped develop qualitative research guides, survey questionnaire, and helped conduct primary research to uncover important insights that informed the creative brief.
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interview research guide
Marketing Analyst. Brand Strategist
Challenge: ​
Conduct data analysis and provide insights for Hershey who is looking to launch a new chocolate product.
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Methods:
Data analysis was implemented in three stages:
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Pre-launch: Prior to launching the product, Hershey has conducted a panel-based survey of over 500 consumers to see if the product is of interest and if it would be a successful launch. Our team ran descriptive and diagnosis analysis on the survey data to understand the overall interest from the panel, and determine the ideal target audience based on the survey results​
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In-flight: Based on recommendations from the pre-launch, Hershey's campaign has now been live for 6 weeks and is slated to continue for another 6 weeks. Using mid-point campaign and sales data, our team ran weekly trend analysis on the various metrics to see how the campaign was doing, and provided suggestions on how to optimize the channels and improve key KPIs
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Post-campaign: After the campaign has run for 12 weeks, our team was tasked to recommend how the campaign did overall and if the product was a “success” using performance data and previous benchmarks
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All analysis was done using Excel (data prepping and cleaning, PivotTable, descriptive analysis), and Tableau (data analysis, visualization, dashboard).
Key Findings:
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The target market is the 18-24 age group with strong interests in football and the brand Nike, so we recommend a partnership between Hershey and the NFL
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In-flight: We saw that the latter half of the campaign saw some downturns, and identified that High Impact was the culprit channel. We suggested continuing with Search, Social, and Display, while keeping an eye on High Impact to make necessary adjustments
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Post-campaign: Using campaign data and previous benchmarks, we determined that the campaign achieved very high ROI and was overall a success, but needed some adjustments in terms of media channels and sites used
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My Role:
Marketing Analyst: I utilized Excel and Tableau to analyze the in-flight data and make recommendations on channel and site performance. To give the client a deeper understanding of how the campaign was performing, I developed an interactive Tableau dashboard that highlights key campaign metrics, showcased below.
-- client presentation --
-- tableau dashboard --
